63. Gunjan Arya at India Impact Communication Conclave

Gunjan Arya is the Managing Partner at Only Much Louder(OML)- one of the largest producers of digital content in India. I had the opportunity to listen to Gunjan at India Impact Communication Conclave, held at Bangalore on 20th November 2019, where she talked about her OML journey and the impact it has made on the global platform.

Gunjan began her presentation by stating the importance of creating live experiences by choosing the right audience. Communicators need to create original and authentic content. This can be achieved by telling stories with creators who have something to say.

The speaker is of the view that in the age of technology, where content can be found anywhere; today online is the predominant form. The speaker familiarized the audience with several campaigns she had worked upon in different countries of the world. Here, she emphasizes the importance of data-driven campaigns. Accordingly, most of the campaigns that are successful today are all data-driven. This is also the reason why campaigns are successful in countries that have very different contexts. Utilizing the available data can help the communicator in building a successful campaign anywhere in the world.

Gunjan Arya also talked about a few tips on how to excite a community. These are:

• Topicality
• Relatability
• Generating opinion
• Give opinions without judging
• Gifting an emotion
• Nostalgia, making brands relatable again by bringing back memories
• Getting involved